Like virtually everything else that grew in Europe this year, the leafy salad season has had a late start. Unseasonably cold weather and low light levels made the outdoor-grown crop about a month late.
There were more than a few sweaty palms in the salad sector as summer took an age to appear, but its eventual arrival has lifted spirits. “With the hot weather in July and growing numbers of consumers recognising the versatility, ease and health benefits of salads, it is expected that 2013 could be another record breaker for leafy salad sales,” opines Colin Bloomfield, chairman of the British Leafy Salads Association.
It seems incredible to think that with 2012’s heavy rainfall, low temperatures and general gloomy weather, the salad sector enjoyed a great season, but Bloomfield insists that was the case. “Last year was a record year for salad consumption, despite being one of the wettest summers on record, and 2013 is looking to be even more promising,” he says. “Unit sales from January to June 2013 are up – three million more bags of salad and whole heads of lettuce have been purchased this year compared to the same period in 2012.”
Increased marketing activity has undoubtedly played its part, and BLSA will again be running its Grow Your Own Salad scheme for primary schools following a successful launch last year. “New education resources are being developed with the British Nutrition Foundation and 220 free kits are being made available to schools so they can grow leafy salads in the classroom in the autumn term,” Bloomfield reveals.
Market-leading brand Florette’s campaign for this year is One Minute Wonder, involving a considerably larger spend and reaching its creative peak this week with three specially created TV adverts that link in with social media. The brand closely follows changing consumer tastes and develops its products accordingly. Commercial director Sandy Sewell explains: “This is where the Florette range delivers. Our key NPD for summer 2013, a new-to-shelf trademarked leaf called Peppercress, offers consumers a new, sharp and savoury peppery taste. It takes its place in our Duo range as part of the new mix Butterhead & Peppercress.”
The company’s own research has found that 40 per cent of consumers are “looking for salad inspiration”. This means that although they love salads, they are looking for new ideas so they can enjoy them even more. “That’s why we have launched our One Minute Wonder campaign to help inspire consumers to get creative with salad, other ingredients and dressings,” says Sewell.
As well as working to inspire consumers to create new recipes, the company is also “always on the hunt for the next new leaf,” according to Sewell. “Our network of growers is also key to NPD as we work with them to find new leaves with interesting tastes, textures and colours to bring to market.”
Tozer Breeding is even further back along the supply chain and works with growers and marketers to anticipate trends in the marketplace and breed products to meet them. For example, it started a wild rocket breeding programme in the late 1990s as new types can take several years before they are ready for commercial launch. The latest in a line of products from the project are Dragon’s Tongue and Wildfire. “Dragon’s Tongue is a wild rocket with a red vein,” explains David Rogers, UK sales director at Tozer Seeds. “It has been available for the last two years in the Steve’s Leaves brand exclusively but now, with more seed available, it will have wider availability, in some Tesco mixes for example. There is always a demand for more colour in baby-leaf packs and wild rocket is extremely popular. We have also developed Wildfire. This has a very hot taste and is also being sold in Tesco.”
And as part of a separate breeding programme Tozer has developed TZ 7192, which is a baby leaf that delivers a frilly green leaf with all the crunch of iceberg but a darker colour.
The salad offer from Tozer extends beyond leaves and the company is finding that radish is enjoying a resurgence, with a new F1 hybrid red variety and coloured types that are causing a stir. Rogers explains: “We have also developed a purple type called Amethyst and a white variety, Lunar, so retailers can offer colourful multi-packs.”
Celery is another big product for Tozer and it is responding to both grower and marketplace demand with two brand new varieties this year. Nero is quick to mature and gain weight, making it ideal for early main-season cropping, while main-season variety Titus is suitable for the celery stick market and holds well in the field without going to seed too quickly.
That’s a wrap: new route for cabbage
Breeding company Bejo Zaden has developed white cabbage varieties specifically for the cabbage-leaf wrap market under the brand name Coolwrap.
A spokeswoman said: “Out of the Coolwrap varieties, we can cut 10-15 pieces of square leaves. These leaves have thin veins and can be rolled easily after they are briefly blanched.The varieties have a mild flavour so the remaining cabbage can be used in coleslaw. The square leaves can also be used in sandwiches or for sushi.”
Bejo has also introduced Léttage, a name it uses for cabbage varieties with a mild, sweet taste suitable for use in salads.
